Students interested in a career in marketing will find the material essential. Students interested in financial careers should feel at home with the idea that products become brands through marketing investments. Brands are financial assets that can be leveraged, bought, and sold, just like any other asset. Students interested in management consulting should appreciate that brand strategy is an important sub-practice at most strategy-oriented consulting firms. Students interested in legal careers will find the material on brand equity relevant to cases involving trademark infringement/deceptive advertising.